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“Always Be Closing.”

This mantra, immortalized in sales culture, has probably done more damage to client relationships than any other phrase in business.

There I was, sitting in a plush conference room in Jakarta, watching months of careful work implode in real-time. The contract was drafted, the technical evaluation complete, and the procurement team had given their blessing. We were one signature away from closing a multi-million dollar deal.

In today’s increasingly complex B2B landscape, product knowledge and basic selling skills are merely table stakes. What separates exceptional performers from the average is something more fundamental yet often overlooked: sales acumen.